Marketers need to report on exactly how much their organization contributes to the sales pipeline to prove their value and receive credit for the impact their work has on growing the business. With Optimizely Content Marketing Platform (CMP) ROI analytics, marketers can measure the impact they have on sales opportunities, sales pipeline, and closed deals, thus allowing them to better inform their strategy and connect their content to revenue.
Go to Analytics view >ROI.
Hover over the question mark symbol beside the metric to show a tooltip that provides additional information related to the metric. For Pipeline Generated, Pipeline Influenced and Revenue Influenced, you can hover over the metric itself to see the number of opportunities that are contributing to the revenue/pipeline shown.
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Leads Generated – Displays the number visitors who viewed content on your site, then subsequently converted into an Eloqua contact or Marketo lead by filling out a sign-up or subscription form connected to that system.
- They must have converted to a lead within 24 hours of visiting content to count in this figure.
This metric appear only if a marketing automation platform was integrated with the Content Marketing Platform (CMP). See integrating with Eloqua, Marketo, or Salesforce (if you are using Pardot).
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Leads Reached – This represents the number of current Eloqua contacts or Marketo leads that viewed one or more pieces of content (each contact or lead is counted only once in this summary figure, no matter how many articles were viewed).
- They must already be a contact or lead at the time content is viewed.
This metric appears only if a marketing automation platform was integrated with the CMP. See integrating with Eloqua, Marketo, or Salesforce (if you are using Pardot).
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Pipeline Generated – This is the sum of the Amount field of opportunities in Salesforce (of any status, including open, closed/won, closed/lost) that were created after a lead read a piece of content. To appear in this figure:
- The lead must also be a contact on that Salesforce opportunity.
- The lead must have interacted with content within one year prior to the reporting period.
- The opportunity must have been created during the reporting period set at the top of the screen.
This metric appears only if Eloqua or Marketo plus Salesforce is integrated with the CMP. See integrating with Salesforce.
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Pipeline Influenced – This is the sum of the Amount field of all opportunities in Salesforce that were open at any point during the reporting period set at the top of the screen.
- A contact on the opportunity must have interacted with a piece of content during the reporting period.
This metric appears only if Eloqua or Marketo plus Salesforce is integrated with the CMP. See integrating with Salesforce.
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Revenue Influenced – This is the sum of the Amount field of all opportunities in Salesforce that were closed/won during the reporting period set at the top of the screen.
- A contact on the opportunity must have interacted with a piece of content at any point before the opportunity closed.
This metric appears only if Eloqua or Marketo plus Salesforce is integrated with the CMP. See integrating with Salesforce.
Find influential content
Further down on the page are more tabs (Content, Channels, Authors). Select the More tab to display other views of influential content. The Content tab is open by default and displays the content pieces that had the most influence on your ROI metrics.
To drill into exactly which leads visited each piece of content, click on the row.
Explore opportunities
Click Pipeline Generated Opps (and Pipeline Influenced Opps) to open tables that show the opportunities contributing to the generated and influenced metric.
Click on a row to get a view of the contact interactions that make up the opportunity.
Investigate deals
Click the Deals tab to open a table showing the opportunities contributing to the Revenue Influenced metric.
Click on a row to expand it and view the contact interactions that contributed to the deals.
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